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Peroni using OOH to help beer drinkers 'Live Every Moment'

Photo: iStock

March 10, 2022

Peroni Nastro Azzurro, Italy's premium lager, has launched "Live Every Moment," a lifestyle campaign using out-of-home media and inspired by its Italian style and heritage, according to a company press release.

Developed to encourage drinkers to "Live Every Moment" with passion and effortless Italian flair, the ad spots mark Peroni's first major lifestyle creative in two years and will begin airing on March 14.

"For many people, Peroni reminds them of their travels abroad. So after years of yearning for international travel, our new creative campaign transports viewers through the sights and sounds of the Mediterranean and of course, Peroni," Joy Ghosh, VP of Above Premium Beer at Molson Coors Beverage Co., said in the release. "Live Every Moment celebrates our authentic heritage and shows how anyone or any occasion can feel like la dolce vita with our Italian lager."

The "Live Every Moment" campaign will hit TV in select markets including New York, Miami and Los Angeles, on streaming and online video and in paid and organic social, influencer marketing, OOH and retail. The launch of the campaign marks the latest initiative for Peroni to grow market share and for Molson Coors to "premiumize" its beer portfolio. Year to date, Peroni has increased its dollar sales by 9%, according to IRI multi-outlet and convenience data.